Coca Cola Pvt.

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Project Report:
Coca Cola Pvt. Limited

Group Members
Umar Javed
Umar Sajjad
Khuram Shahzad
Shakeel Anjum
Kashif Ali
Wahab Ahmad
Munir Hussain

081158
081188
083268
083277
063140
092806
063138

Institute Of Management
Sciences, Lahore

Nasir Hussain
Submitted to

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MISSION STATEMENT
Mission statement is a statement of organizations purposes that what
it wants to accomplish. In order to achieve mission of increasing
market share and maintaining good relations with our customers all
over the world, we wish to create value for all the constraints we serve,
including our consumers, our bottlers, and our communities. The Coca
Cola Company creates value by executing business strategy guided by
four key beliefs:

Customer is king; Customer demand drives everything we

do.
Brand Coca Cola is the core of our business.
We will serve consumers a broad selection of the
nonalcoholic ready-todrink beverages they want to drink
through out the day.
We will be the best marketers in the world.

The ultimate objective of our business strategy is to increase

volume, expand our share of worldwide nonalcoholic beverages
sale and to maximize our long-term cash flows. We keenly focus
on enhancing value for our customers and helping them grow their
beverage business. We strive to understand each customers
business and needs, whether that customer is a sophisticated
retailer in a developed market or a kiosk owner in an emerging
market.
Ultimately, our success in achieving our mission depends on our ability
to satisfy more of their beverage consumption demands and our ability
to add value for customers. We achieve this when we place the right
products in the right markets at the right time. The basic proposition of

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our business is simple and solid that is we want to bring refreshment,

value, joy and fun to all our consumers. For that we strongly believe to
protect our brands, particularly Coke.

ACKNOWLEDGEMENT

A token of special thanks to the following people who had been very
friendly, co-operated with us throughout our visit to CCBPL Lahore
plant and made it possible for us to learn and gather all the information
needed for our project report in as much detail as we could. These are
the people who in spite of their busy scheduling took time out to
explain to us the procedures and mechanics of work in the
organization. Our project report would not have been possible without
their friendly and helpful attitude.
Mr. Amir Faisal Hashmi
(Human Resources & Industrial Relation Manager)
Mobile # 0300-8456707
E-mail id: fhasmi@apac.ko.com

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Mr. Eiraj Saleh Daud

(Marketing and Sales Manager)
0300-8462122
E-mail id: edaud@apac.ko.com

Factory Address
23km Riawand Road
Lahore. .
Pakistan.
Factory Phone: 5320010-4

Table Of Contents
Page #
Mission Statement
Acknowledgement

INTRODCUTION

History of Coca-Cola
Coke History in Pakistan
8

Target Marketing
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Marketing Mix
9

PRODUCT

10
Product Range
Packing
Product Strategy
10
Level Of Coke
Branding
Product Line Decisions
12

10
10

Price

13

Price
Price strategy
Trade Promotion
13
Different Prices

13
13

11
12

13

Place
Availability
14
Distribution Channels
14
Direct Selling
In-Direct Selling
14
Market Segmentation
14
Coke Segmentation Strategy
15

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Geographic Segmentation
15
Demographic Segmentation
15
Behavior Segmentation
16

Promotion

17

Promotion Strategies
17
Publicity

18

Price Scheme

18

Promotion campaign
19

Conclusions and Recommendations

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Introduction

History of Coca-Cola:
Coca-Cola Enterprises was established in 1986 is a young
company by the standards of the Coca-Cola system. Yet each
of its franchises has a strong heritage in the traditions of
Coca-Cola that is the foundation for this Company.
The Coca-Cola Company traces its beginning to 1886, when an
Atlanta pharmacist, Dr. John Pemberton, began to produce
Coca-Cola syrup for sale. However the bottling business began
in 1899 when two Chattanooga businessmen, Benjamin F.
Thomas and Joseph B. Whitehead, secured the exclusive rights
to bottle and sell Coca-Cola for most of the United States from
The Coca-Cola Company.
The Coca-Cola bottling system continued to operate as
independent, local businesses until the early 1980s when
bottling franchises began to consolidate. In 1986, The CocaCola Company merged some of its company-owned operations
with two large ownership groups that were for sale, the John T.
Lupton franchises and BCI Holding Corporation's bottling
holdings, to form Coca-Cola Enterprises Inc. The Company
off ered its stock to the public on November 21, 1986, at
adjusted prices of $5.50 a share. On an annual basis, total unit
case sales were 880,000 in 1986.In December 1991; a merger
between Coca-Cola Enterprises and the Johnston Coca-Cola
Bottling Group, Inc. (Johnston) created a larger, stronger
Company, again helping accelerate bottler consolidation. As
part of the merger, the senior management team of Johnston
assumed responsibility for managing the Company, and began
a dramatic, successful restructuring in 1992.Unit case sales
had climbed to 1.4 billion, and total revenues were $5 billion at
the year-end. Presently The Coca-Cola Company is the largest soft
drink company in the world. Every year 800,000,000 servings of just
"Coke" are sold in the U.S alone.

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Coke History in Pakistan

51 Years of dedicated service

The Coca-Cola Company began operating in Pakistan in 1953. Coke,

Fanta and Sprite are the brands with whom Coca-Cola is operating in
Pakistan. The Coca-Cola System in Pakistan operates through eight
bottlers, four of which are majority-owned by Coca-Cola Beverages
Pakistan Limited (CCBPL). The CCBPL plants are in Karachi, Hyderabad,
Sialkot, Gujranwala, Faisalabad, Rahimyar Khan, Multan and Lahore.
The remaining two plants, independently owned, are in Rawalpindi and
Peshawar. The Coca-Cola System in Pakistan serves 70,000
customers/retail outlets. The Coca-Cola System in Pakistan employs
1,800 people working constantly for the company. During the last two
years, The Coca-Cola Company in Pakistan has invested over $130
million (U.S) and coke has successfully provided 51 years of dedicated
service to its customers in Pakistan. Since the beginning of Coke
Company the firm has been continuously changing its slogans and
thats a very creative idea to get the attention
of the customers. Here we would like to include some of the popular
slogans of coke since the coke journey started.

1886
1908
1923
1934
1942
1956
1963
1993
2001
2003

Drink Coca-Cola
Get the genuine
Enjoy thirst
When it's hard to get started, start with a Coca-Cola
The only thing like Coca-Cola is Coca-Cola itself
The friendliest drink on earth
Things go better with Coke
Always. Coca-Cola
Life is Good
Jo Chaho Ho Jaye Coca Cola Enjoy]

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2005 geo coke zindagi

2009 very Brrrrrrrrrrrrrrrrrrrrrrrrr hai coke zindagi

Target Marketing:
This is the process of evaluating each market segments attractiveness
and selecting one or more segments to enter.
After evaluating different segments, the company must now decide
which and how many segments it will target, because buyers have
unique needs and wants, a seller could potentially view each buyer as
a separate target market. Ideally, then, a seller might design a
separate marketing program for each buyer. There are three types of
market segments.

Undifferentiated marketing.
Differentiated marketing.

(Mass Marketing)
(Segmented Marketing)

Marketing Mix of Coca-Cola

Product
Price
Place
Promotion
Product

Price

Functionali List price

ty

Place
Channel
members

Promotio
n
Advertising
Personal

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Appearanc Discounts
e
Allowances
Quality
Financing
Packaging
Leasing
Brand
options

Channel
motivation
Market
coverage

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selling
Public
relations
Message

Locations
Media
Logistics

Warranty

Budget
Service levels

Service/Su
pport

Product
Coca-Cola the worlds most popular beverages .The popularity of
Coke is to such an extent that
The most known and spoken word in world after OK is COKE

Product Range
The total range of Coca Cola Company in Pakistan includes:
Coke,
Sprite
Fanta
Diet coke
And company offers their products in different bottle sizes these
include:
SSRB
LRB
NRB
PET 1.5
CANS

Packing

(standers size returnable bottle)

(litter returnable bottle)
(no return bottle) or disposable bottle
(1.5 litter plastic bottle)
(tin pack 330 ml)

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Coca cola products are available in different packing

24 regular bottle shells
6 bottle pack for 1.5 pets
12 bottles in a pack for disposable bottle
24 cans in one packet.

Product strategy
Product: Anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or need.

Levels of coke as a product

Core product:
Core benefit is that it fulfills the thirst.

Actual product:
Design: Pet bottles, returnable glass bottles, economy packs.
Quality: Quality differs with respect to country for example. Coca-Cola
Can quality that is available in Middle East is certainly different as
compared to Coke Can available in Pakistan.

Product Classifications:
Coke is categorized as a convenience product, because the purchasing
rate is very high and this is the product that is bought very frequently.
Individual product decisions

Branding:
a) Brand Equity:

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As far as coke is concerned brand equity for the customers is

very high. People are highly brand loyal.

b) Brand Strategy:
The following is the brand strategy of Coke

Brand

PRODUC
T

Existing

New

Existi
ng

Line
extension

Brand
extension

New

MultiBranding

New brands

Line Extension:
Line extension occurs when a company introduces additional items in a
given product category under the same brand name. For example if
Coke introduces new flavors and package size, it will be considered as
line extension.

Brand Extension:
Brand extension means using a successful brand name lets say CocaCola and then launching new product for example cherry coke. This
was an example of brand extension.

Multi-Branding:

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It means introducing additional brands in the same category. For

example Coca-Cola not only introduced coke as a brand but also sprite
and Fanta.

Diversification:
It means introducing new product with the new brand name. It means
diversification but this is something Coca-Cola has not adopted for as
yet.

Product Line Decisions:

Product Line Length:
It means the number of products that company is offering. For example
Coke, Diet Coke, Fanta , Sprite.

Product Line Filling:

Product line filling means that earlier when Coca-Cola started it had
only one flavor of coke available and that is classic coke but with the
passage of time company filled the product line by adding diet coke,
diet lemon etc

Price
Price
Rs.10/- for 250-ml bottle,
Rs.25/- for tin.
Rs.30/- for 1 liter bottle.
Rs.40/- for 1.5 liter bottle.
Very economical justifies the ultimate taste and joy provided by the
beverage of and on price cuts are provided to customers.

PRICE STRATEGY
Trade Promotion

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Coca Cola Company gives incentives to middle men or retailers in

way a that they offer them free samples and free empty bottles,
by this these retailers and middle man push their product in the
market. And thats why coca cola seen more in the market. And
they have a good sale in the market because according to the
expert which product seen more in the market that sells more.
Seen as sold
They do agreements with a shop keepers and stores to exclusive
sale in that stores. These stores are called as KEY accounts in their
local language.
And coke also invest heavy budget on these stores and offers
them free samples and free bottles and some time cash
incentives.

Different Price in Different Seasons

Some times Coca Cola Company changes their product prices
according to the season. Summer is supposed to be a good season
for beverage industry in Pakistan.
So in winter they reduce their prices to maintain their sales and
profit. But normally they reduce the prices of their pet bottles or 1
litter glass bottle.

Place
Availability

Available in all main as well as posh and backward areas in big cities,
Available to some extent in posh areas of small cities
Available in all restaurants and hotels, colleges, universities, hospitals,
bus stops etc.

DISTRIBUTION CHANNELS
Coca Cola Company makes two types of selling
Direct selling
Indirect selling
Direct Selling

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In direct selling they supply their products in shops by using their

own transports. They have almost 250 vehicles to supply their
bottles. In this type of selling company have more profit margin.
Indirect Selling
They have their whole sellers and agencies to cover all area.
Because it is very difficult for them to cover all area of Pakistan by
their own so they have so many whole sellers and agencies to
assure their customers for availability of coca cola products.
FACILITATING THE PRODUCT BY INFRASTRUCTURE
For providing their product in good manner company has provided
infrastructure these includes:
Vizi cooler
Freezers
Display racks
Free empty bottles and shells for bottles

Market segmentation:
Dividing a market into distinct groups with distinct needs,
characteristics, or behavior who might require separate products or
marketing mixes.
In evaluating different market segments, a firm must look at three
factors:

Segment size
Segment growth
Segment structural attractiveness and company objectives and
resources.

There is no single way to segment a market. The market has to

try different segmentation variables, alone and in combination, to find
the best way to view the market structure.

Concentrated marketing.
segment)

(Segmented Marketing, small

Coke segmentation strategy:

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Coca cola servers its products using mass marketing technique, which
obviously falls in undifferentiated marketing, and undifferentiated
marketing means no segmentation, but there are minor factors on
which we can say that the coke segments its products and then targets
the customers somehow. These factors are as follows.

Geographic Segmentation:
Internationally:
Coke segments its products country wise and region wise, here the
most important thing is the taste and the quality, it varies according to
the taste and the income level of the people in that country, i.e. Third
world counties are given low quality taste.

Climatic:
In coke marketing, main idea is to serve it cold, so we can say that,
they focus more on hot areas of the world, i.e. middle east etc and
there sale increase in summer.

Locally:
In Pakistan the coke segments more in urban and suburban areas as
compare to rural.

Demographic Segmentation:
Age:
Internationally coke has segments the small children introducing tastes
like vanilla, lime and cherry, they focus children from 4-12. Coke
specifically target more young people than older.

Family type:
Coke introduces its economy pack, and thats how they focus
family and groups.
A question to Amer pasha Country Manager

Question:

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Pepsi is targeting exactly the same market, and music is also a part of
their brand image, so where does the differentiation lie in your
approach?

Answer:
Pepsis brand personality is different, ours is about togetherness, about
us. Coke will always show activities, where people get together to
enjoy moments of togetherness with our brand. Our research indicates
that youngsters love to get together, and it is when they are enjoying
themselves, that will consume coke. For Pakistani youth, socializing
with friends and family is core behavior in their lives. Cokes brand
personality is also about togetherness.

Income:
Coke segments different income levels by packaging. Like for small
income people it has small returnable glass bottle, for middle people it
has non returnable bottle and for higher income people it has coke tin.

Psychographics Segmentation:
All psychographics variables the social class, lifestyle, occupation, level
of education and personality, coke segments everyone, but again its
there packaging which is different for different consumers.

Behavioral Segmentation:
Occasions:
Thanks to the Coca-Cola Company the local festival of Basant has
become and international event and an identity of the culture of
Pakistan. Over the year the annual spring festival of Basant has taken
on mega proportions. Previously restricted largely to the walled city,
the festivities now flood every nook and corner of Lahore. The credit for
making the celebrations available to almost everyone largely goes to
The Coca-Cola Company. In 2003, Coke was once again nominated as
the official sponsor for the Basant festival bye the parks& horticulture
authority, Lahore for the fourth year running. In these four years, the
company has played a pioneering role in making the Basant festival
major social and culture event in Pakistan. (The News on 50th
anniversary of the Coca-Cola in Pakistan.)

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Benefits Sought:
Sometimes, for the promotion strategy of coke, they introduce prizes in
the top cover. So they segment people by benefit sought, i.e. by giving
them prizes.

Promotion:
To promote the Coca-Cola, Fanta, and Sprite 3G the company uses the
following tactics or ways

Advertisements with catchy slogans

Coca-Cola enjoys
Always Coca-Cola.
Eat Cricket, sleep cricket, and drink Coca-Cola.

Sponsorship:

Sports e.g. cricket matches and hockey.

Events e.g. basant festivals.
Concerts.
Artist album e.g.Arar-ul-Haq.

PROMOTION STRATEGIES
Getting shelves
They gets or purchase shelves in big departmental stores and
display their products in that shelves in that style which show their
product more clear and more attractive for the consumers.
Eye Catching Position
Salesman of the coca cola company positions their freezers and
their products in eye-catching positions. Normally they keep their
freezers near the entrance of the stores.
Sale Promotion

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Company also do sponsorships with different college and schools

cafes and sponsors their sports events and other extra curriculum
activities for getting market share.
UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of
scheme and they offer very handy prizes in it. Like once they offer
bicycles, caps, TV sets, cash prizes etc.
This scheme is very much popular among children.

PUBLICITY
Coca Cola Company use different mediums
Print media
Pos material
TV commercial
Billboards and holdings
Print Media
They often use print media for advertisement. They have a
separate department for print media.
Pos Material
Pos material mean point of sale material this includes: posters and
stickers display in the stores and in different areas.
TV Commercials
As everybody know that TV is a most common entertaining medium so
tv commercials is one of the most attractive way of doing
advertisement. So Coca Cola Company does regular TV commercials on
different channels

Prize schemes:
Coca-Cola glasses.
Bicycles.
TV (16, 21.28)

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Prize cuts from time to time.

Ramadan offer.
Eid offer.
Buy one get one free.
Anniversary offer.
Independence Day offered.

Billboard electronic sign board

In major public areas, liberty bank square.
At centre point.etc.

Promotional campaigns of coke:

BASANT:

The Coca-Cola Company sponsors the basant festivals in Lahore, a

festival that marks the beginning of spring and attracts visitors from all
over the world. Part of the festivals is Coca-Cola kite flying
championship.

Concerts and charity programs:

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The Coca-Cola Company sponsors Pakistani leading pop group and

organizes concerts and charity shows throughout the country for teen
ages and underprivileged children.

Cricket players for promotion:

The company has signed a sponsorship agreement with eight of

Pakistans national cricket players for promotional and advertising use.

Conclusion &
Recommendations:
CONCLUSION
After thorough research, we come to the conclusion that the marketing
strategy of Coca Cola is working for them and the product is gaining
popularity among youth day by day

RECOMMENDATIONS:
Bottle shape
Repositioning of flavored Fanta
Should be flexible in policies
Prize schemes
Prize schemes
Instead of large expensive gifts, prize schemes should constitute of
small, inexpensive gifts e.g. Coca-Cola penal case. Coca-Cola pen,
key chains, T-shirts, Cups, bottles in each cerate could contain prizes.
This would be a much effective scheme to increase sales.

Should be flexible in policies

CCI should allow some degree of freedom in its policies and work
procedures and policies according to the environment and conditions
of Pakistan without having to ask for permission every time.

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BOTTLE SHAPE
They must use same curved bottle shape for all brands

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